<p>Enterprise content management (ECM) has become far more than a way to store documents. Content is now being put to work in more proactive ways, to support marketing initiatives, foster customer engagement or ensure compliance. Partly as a result of that expanding use of content, the global ECM market is expected to grow more than 16 percent per year from 2013 to 2019, according to Frost &amp; Sullivan.</p><p>Siemens Enterprise Communications, a joint venture of The Gores Group and Siemens AG, provides integrated communication systems for voice, video, collaboration, mobility, contact centers and network infrastructure. With a large range of products and a global network of partners that market them to users, the company places a high priority on keeping the partners up to date on all aspects of its offerings. However, because that information was being maintained by each partner separately, it was not always consistent or current.</p><p>To ensure accurate and timely content on the websites, Siemens Enterprise Communications opted to coordinate the content distribution centrally. "Many of our resellers are small organizations," says Robin Pilcher, head of global channel marketing for Siemens Enterprise Communications, "and they simply did not have the resources to maintain the content relating to our solutions." To support that approach, the company deployed Content Syndication, a solution from TIE Kinetix. TIE Kinetix also provides e-commerce, business integration, business intelligence and supply chain solutions.</p><p>The first step that Siemens Enterprise Communications took was to syndicate the delivery of various types of content to the resellers' websites, including product data, reports from analysts and white papers. In addition, Siemens provided tools such as savings estimators that let prospective customers see how much the solutions could save their businesses. "Providing comprehensive information about our solutions in the reseller's website meant that Web visitors were less likely to have to leave the site for additional information," says Pilcher. "They were much more likely to stay on the site and ultimately, more likely to buy from that same reseller."Realizing the value</p><p><a href="http://www.kmworld.com/Articles/Editorial/Features/Todays-applications-are-saying-to-content-Dont-just-sit-there-do-something!-92035.aspx">Keep reading...</a></p>